Sprinkles Cupcakes founder Candace Nelson will be a judge on Sugar Rush a competitive cooking show on Netflix debuting July 13. (Courtesy of Candace Nelson)

Sprinkles Cupcakes founder Candace Nelson will be a judge on Sugar Rush a competitive cooking show on Netflix debuting July 13. (Courtesy of Candace Nelson)

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Sprinkles Cupcakes founder Candace Nelson will be a judge on “Sugar Rush” a competitive cooking show on Netflix debuting July 13. Seen here, a contestant creating dessert decorations. (Courtesy of Netflix)

Sprinkles Cupcakes founder Candace Nelson will be a judge on “Sugar Rush” a competitive cooking show on Netflix debuting July 13. Seen here, scenes from the competition. (Courtesy of Netflix)

Sprinkles Cupcakes founder Candace Nelson will be a judge on “Sugar Rush” a competitive cooking show on Netflix debuting July 13. Seen here, contestants preparing desserts. (Courtesy of Netflix)

Sprinkles Cupcakes founder Candace Nelson will be a judge on “Sugar Rush” a competitive cooking show on Netflix debuting July 13. Seen here, contestant frosting cupcakes. (Courtesy of Netflix)

Sprinkles Cupcakes founder Candace Nelson, second from right, will be a judge on “Sugar Rush” a competitive cooking show on Netflix debuting July 13. (Courtesy of Netflix)

Contestants line up on “Sugar Rush” a competitive cooking show on Netflix debuting July 13. (Courtesy of Netflix)

Sprinkles Cupcakes founder Candace Nelson, second from left, will be a judge on “Sugar Rush” a competitive cooking show on Netflix debuting July 13. (Courtesy of Netflix)

The Queen of Cupcakes is back! Oops! We just pigeon-holed her and we meant not to do that because Candace Nelson, co-founder with her husband Charles, of Sprinkles Cupcakes and star of Food Network’s “Cupcake Wars,” hasn’t just broadened her horizons to ice cream and pizza. Now she’s starring in and executive producing “Sugar Rush,” a new Netflix original show that becomes available Friday, July 13.

“I got together with the production company I always wanted to work with, Magic Elves, and we all agreed that what the world needs is a great dessert competition show and I wanted to attach it to Netflix. They’re the future. They loved the idea,” Nelson said in a recent telephone interview.

It’s a baking contest in which “Time is the most important ingredient,” boasts the trailer. Four teams will compete for a $10,000 prize. First round: cupcakes; second round: confections; final round: cakes.

She caught us up on her new show, which also stars host Hunter March of the Game Show Network and fellow judge Adriano Zumbo from Australian TV show “Zumbo’s Just Desserts.” She even shared her latest thoughts about her restaurants and what it’s like to be a celebrity chef in these days of global television and whirlwind social media.

Q: So you’re back for more?

A: “Cupcake Wars” was a hit show that ultimately became syndicated around the globe. Really the idea was holding a mirror up to what was going on in the industry in general. We had opened the first ever cupcakes-only bakery and literally they were popping up across the nation and all over the world. The executive producer of the show said, “It’s just a cupcake war out there.” And they approached me because I was considered to be a leading expert in cupcakes. We filmed over 100 episodes of that show. It was a hit and it was a lotta fun.

Q: But you’ve broadened your horizons since then, right?

A: I came out with “The Sprinkles Baking Book: 100 Secret Recipes from Candace’s Kitchen” (2016 New York Times bestseller) that shows people what I can do. I went to pastry school, I love to bake, of course cupcakes are my favorite, but I do much more than that and I had a hankering to do something similar to “Cupcake Wars.” I wanted to shine a light on some other talents, not just cupcakes, and one of the best things for me in doing that show was getting to see the creativity of chefs and home bakers.

Q: The amateurs are getting that good?

A: Yes. Now there’s even another group who haven’t gone to school. They’ve studied YouTube videos and let me tell you it’s incredible. It’s what’s happening in education in general and it’s affecting the culinary field as well.

Q: So the competition will be intense. What’s your fellow judge like?

A: Adriano Zumbo is a star in Australia and he’s just a doll. He’s so cute and so talented. While we were on set he made one of his very famous pavlovas. I have spent my life making and eating them and I have never had anything as ethereal as his. And he made some lamingtons (chocolate covered, coconut dusted sponge cakes, a specialty in Australia). He brings a real technical expertise.

Q: And your host?

A: Hunter is the world’s funniest host. He’s a YouTube star and he brings the energy, the fun and the laughs.

Q. Who’s tougher on contestants? You or Zumbo?

A: Adriano knows his stuff and he’s very positive but he’s not like Simon Cowell even though he has high expectations for the contestants to bring extra flair and drama. I always hope to be encouraging and positive.

Q: Tell us about the challenges.

A: It’s going to be hard because there’s always a time element and you can imagine they don’t have enough time to do amazing things but somehow they manage to do them anyway. I’m just so happy I’m on this side of the table. I love judging.

Q: With baking, so much can go wrong, can’t it?

A: Baking is a precise science and it’s hard to backpedal. If you figure out down the line you forgot the baking soda or you’ve done something else wrong you really have to start again. It’s not like savory cooking hot kitchen style where you can save it on the fly.

Q: Is there pressure these days for chefs to have a television presence?

A: I started in investment banking and then I opened my bakery. I never thought I would end up on TV but it makes my life feel very full and well-rounded.

Q: And then there’s social media, right?

A: Social media in general is a bit of pressure on everyone. There is that expectation to post every day and connect with followers and now it’s insta-stories and it keeps piling on. You were a small business owner and now all of a sudden you’re a small production company based on all the photos and videos that need to be taken. I feel I’m not alone. Whether you’re on TV or not, everyone needs an online presence these days.

Q: More kids are watching food shows, do you think families will enjoy this one?

A: Having two young boys of my own I know there’s only so much “Power Rangers” and cartoons you can stomach. This is entertainment for the entire family. Everybody can get something out of it.

Q: Speaking of demographics, you have 25 Sprinkles locations nationwide and Pizzana, your Brentwood restaurant. You started in the hot-body capital of the world. How do you get Southern Californians to indulge?

A: I work out every day and I like to eat healthfully. But real life is having a fun treat every once in a while. And if I’m eating dessert I want it to be worth it. So that’s why we’re using the best chocolate, the best vanilla, making a really delicious treat that is still simple and fun, not too fussy, but elevated just enough that this is a treat that’s worth it.

Q: And Pizzana — the restaurant you opened with Chris and Caroline O’Donnell after a pizza party at their house — you got crazy that night?

A: I love pizza and I took a bite and said, “I gotta meet this guy” and went back to the pizza oven and sure enough there was Daniele Uditi our executive chef and partner and he was a big Sprinkles fan. We spent the whole night geeking out about what it takes to make a great pizza dough and a great batter. … We really were kindred spirits and he always wanted to have his own restaurant so I just couldn’t help myself.

Q: Any tie-ins between your restaurants and the show?

A: With the launch of “Sugar Rush,” Sprinkles will do a box of a variety of things we sell. So you can binge while you binge watch the show. At Pizzana we’re focusing on to-go orders. Each one will get a fun free dessert treat.

Anne Valdespino never intended to be an editor. She’s just another writer who took a wrong turn. Nevertheless, she has happily spent the last few years editing features in food, travel, Home and Garden and OCHOME magazine. A former editor at the Los Angeles Times and Orange Coast magazine, Anne started out as an entertainment reporter at The Orange County Register and recently returned to writing. She has come full circle, covering food and other lifestyle topics, and is back where she belongs.